Digital Marketing Strategy Through TikTok: A Case Study of Cireng Gembul MSME in Sumedang Regency
Keywords:
Digital marketing strategy, TiktokAbstract
The advancement of digital technology has positioned social media as a strategic marketing instrument for Micro, Small, and Medium Enterprises (MSMEs), particularly the TikTok platform, which enables businesses to reach a wide audience at a low cost. This study aims to analyze the digital marketing strategy through the social media platform TikTok employed by the Cireng Gembul MSME in Sumedang to increase its number of customers. This research applies a descriptive qualitative approach with a case study design. Data were collected through observation, in-depth interviews, and documentation, then analyzed using an interactive data analysis model with triangulation to ensure data validity. The findings reveal that Cireng Gembul's digital marketing strategy comprises three stages: content planning, implementation through regular postings and sales promotions, and monitoring based on insights analysis. The main obstacles encountered were the changing TikTok algorithm and intense competition, which were addressed through trend adaptation, content innovation, and the use of relevant hashtags. The implementation of this strategy positively impacted sales growth and market expansion, particularly among the younger generation. This study provides practical contributions as a digital marketing strategy reference for other culinary MSME practitioners
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Copyright (c) 2026 Elga Andiani, Ira Sophia L , Fitryllutfiyyah Gervyanita , Gervyanita Putri (Author)
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